HIPAA & Social Media: What you need to know Brian Geyser, APRN-BC, MSN
The Game HasChangedMore people onlineMore surface areaMore touch pointsMore opportunity Need to seize opportunity, deliver brand promise consistently and coherently across all touch points, and mitigate risk
86% of U.S FG100 Companies use at least one SM platform
5,800 Hospitals in U.S. 1,000 (17%) use social media
33,000 Homecare Providers1/3 have a Facebook Page
65% of homecarecompanies have anoutdated website
Key QuestionsIf patients and family members are posting testimonials and sharingstories on a competitors Facebook Page but you dont even have aFacebook Page, what does that say about you?If people can leave comments, share ideas, and interact on otherproviderss on their websites but they cant do it on yours, what does thatsay?If family, referral sources, and patients can freely post content to acompetitors Facebook Page but they cant on yours, what does that say?If your competitors are demonstrating their expertise by posting videos,articles, and helpful tips but you are not, what does that say?
What are YOUafraid of? 1. Loss of control 2. Privacy & confidentiality 3. Potential for bad comments 4. Budget constraints 5. Employee productivity
1. Use privacy settings to safeguard personal information and content to the fullest extent possible.2. Monitor your internet presence to ensure that the personal and professional information, and content posted about you by others, is accurate and appropriate;3. Maintain appropriate boundaries of the patient- physician relationship when interacting with patients online and ensure patient privacy and confidentiality is maintained;4. Separate personal and professional content online; and5. Recognize that actions online and content posted can negatively affect your reputation and may even have consequences for your medical career.
Team ModerationPolicies MonitoringStrategy Tools Training
TEAM ExecutivesCommunications Marketing PR Legal Doctors Nurses Consultants
7 Best Tools for Health Care 1. Facebook 2. Blog 3. YouTube 4. Twitter 5. Online Community 6. Linkedin 7. Email marketing
8 Success Criteria for Facebook Page Engagement1 Set community expectations2 Provide cohesive branding3 Be up to date4 Be authentic5 Participate in dialog6 Enable peer-to-peer interactions7 Foster advocacy8 Solicit a call-to-action
Q: If Im a provider,should I friend mypatients onFacebook? A: it depends
Q: Can we remove postsor comments? A: YES. Respond, delete, or leave as is, but NEVER EDIT
Q: Are we liable for postings on non-employee forums we host or own?A: No. Section 230 of the Communications DecencyAct protects you as a sponsor of an online forum. "Ahealthcare provider cannot be held liable for postings made byother parties just because it owns or sponsors the forum.”HIPAA makes an “absolute distinction” between thehospital’s workforce (a term defined in the regulations) andeverybody else. Organizations are responsible for the actionsof their workforce, but not for the rest of the world.
Q: Are we liable for postings by apatients friends or family?A: No. The Department of Health and Human Services’ Officeof Civil Rights says, "Entities subject to the HIPAA Privacy andSecurity Rules are covered entities: health plans, healthcareproviders, and healthcare clearinghouses. Generally speaking,a covered entity would not be responsible for the actions by apatient’s friends or family."
Q: What if patients post photos theyhave taken in the hospital on socialsites?A: Post signs stating that picture taking is not permitted. Thatway, if a visitor ignores the rules, takes a picture and posts itonline, the hospital can at least demonstrate that it wasexercising reasonable measures to protect patient privacy.
Brian Geyserweb: carenetworks.comemail: email@example.com/bgeyserfacebook.com/carenetworksphone: 203.915.0524